Power Pet Brands Ltd has agreed to sell HOWND – the multi award-winning brand for dogs -– to leading industry supplier Pets Choice. Known for using exclusively plant-based ingredients, HOWND has been dedicated since its inception to enhancing the health and wellbeing of dogs without causing harm to other animals.

HOWND, which offers a comprehensive range of plant-based wet and dry dog food, wellness treats, and cruelty-free certified pet care products, will now join Pets Choice’s extensive portfolio of pet brands, including Webbox, Bob Martin, Felight, TastyBone and Vet’s Kitchen.

"We have taken immense pride over the last decade in building HOWND into a leading and trusted ethical pet care brand. The decision to become part of the Pets Choice family is a strategic milestone that aligns perfectly with our vision. We are now excited to see HOWND continue to flourish," said HOWND co-founders Mark Hirschel and Jo Amit, pictured above in 2015.

Pets Choice will assume responsibility for HOWND sales starting August 5, 2024. 

CEO of Pets Choice, Tony Raeburn, said: “This is another fantastic acquisition for Pets Choice as we continue our drive into product premiumisation. HOWND will give our Company an entrance into the fast growing plant based sector and strengthens our commitment to sustainability and animal welfare. We look forward to leveraging HOWND’s established market presence and extensive and loyal customer base, further solidifying our position as a leader in the pet care industry.

The acquisition will also mean customers and listings alike will benefit from Pets Choice’s distribution network, making HOWND products all the more accessible to all. HOWND will complement our existing portfolio of growing brands entering us into another growing Premium sector of the market”

Established in 2015, HOWND products are accredited by Cruelty Free International, PETA and the Vegetarian (Vegan) Society.

The brand was named as one of the most ethical businesses in the world by The Good Shopping Guide in January 2024, emerging top dog in categories such as environmental impact, animal welfare, and public record with a score of 98/100. The prestigious list of the Top 200 Ethical Companies and Brands recognised HOWND's commitment to positive ethical practices as they were independently certified through Ethical Accreditation by The Good Shopping Guide. HOWND plant-based nutritionally complete dog food has been included in the Food Tech 500 final ranking by Forward Fooding two years running.